I knew if I went too long or too far in stationery, I would have the Zappos problem. I like them a lot, but I always know Zappos as shoes, even though they’ve been trying to sell accessories and other things for a very long time. I just can’t get them mentally out of the shoebox, if you will. I didn’t want that to happen to Minted. So I had to move a little earlier in the expansion of what the brand stood for.
